European Safer Gambling Week: Driving Positive Change

The European Safer Gambling Week serves as a critical moment for the gambling industry to collectively emphasise the importance of responsible gambling practices. Kindred Group is committed to providing a safe and secure entertainment experience for our customers.

Central to our focus is our “Journey towards Zero” initiative, which aspires to eliminate revenue derived from harmful gambling. This ambition reflects our proactive approach to creating a sustainable and responsible gambling environment. By transparently reporting our progress, we aim to lead by example and encourage industry-wide adoption of similar practices.

In the third quarter of 2024, our Gross winnings revenue from high-risk players was 3.2%, a slight increase from the previous quarter’s 3.0%. While this isolated uptick presents a challenge, it reinforces the necessity for continuous advancements in our behavioural harm detection and automated intervention systems. We remain dedicated to reducing this share of revenue and are actively working to enhance our strategies to better identify and support at-risk individuals.

Encouragingly, the percentage of detected customers who exhibited improved behaviour after interventions rose to 87.3% in Q3 2024, up from 86.8% in Q2 2024. This improvement underscores our ongoing commitment to not only identifying risky behaviour but also continuously refining the interventions applied to foster safer gambling habits.

Our approach is multifaceted, combining technological innovation with personalised customer care. We are currently upgrading our detection system to integrate more robust compliance features, and we are exploring opportunities to expand and refine our research initiatives.

The European Safer Gambling Week provides an invaluable platform to amplify these efforts, fostering a fact-based dialogue about harmful gambling and raising awareness of our sustainability work. By participating in this initiative, we reaffirm our commitment to transforming gambling into a trusted source of entertainment that contributes positively to society.

We recognize that achieving zero revenue from harmful gambling is a long-term endeavour that requires dedication, collaboration, and focus within Kindred, across the industry, and with lived experience representatives, treatment centres, and regulators. Our journey does not stop here. We will continue to improve our technology, identify better control tools, and initiate new partnerships that support our zero-harm ambition.